USA July 2026: Sales down -1.4%, Honda (+12.3%), Acura (+18.9%) stand out
The Honda CR-V remains well above its archenemy the Toyota RAV4.
The U.S. new light vehicle market falls slightly in July at -1.4% year-on-year to 1.38 million units according to preliminary figures by GlobalData. Sales are hampered by a relatively strong year-ago result when customers rushed to dealerships to purchase EVs before the expiry of federal incentives. However strong hybrid sales in a high fuel prices context levelled the field somewhat. Year-to-date sales are estimated to drop -2.7% by GlobalData.
The July SAAR stands at 16.51 million according to Motor Intelligence, down from 16.67 million in June and 16.72 million in July 2025. July marks the fifth month in a row of SAAR above 16 million, a feat that hadn’t happened in over 5 years. Average incentives reached 6.7% percent of the suggested retail price, up from 6.3% in July 2025 according to JD Power and GlobalData. The average transaction price continues to climb at +1.2% to $45,369 units. The BEV market share is at 7% vs. 10.9% in July 2025. In contrast hybrid share is expected to rise 2.5 percentage points year-on-year to 15.9%, still according to JD Power and GlobalData.
Among OEMs still reporting monthly data, American Honda (+12.8%) fares best with a splendid double-digit gains, with Hyundai-Kia (+5%) also defying the market’s slump. Toyota Motor (-0.8%) is stable but Ford Motor (-10.3%) struggles and has now registered year-on-year losses for each month this year. This is the same situation for the Ford brand (-9.2%). Toyota (-0.3%) still leads the brands charts with Honda (+12.3%) impressive. Honda hybrid sales are up 15% to almost 30% share, with the Accord hybrid up 29% and the CR-V hybrid up 18%. Hyundai (+3.7%) and Kia (+6.7%) both post July records and both in positive for the third month in a row. Hybrid Hyundai sales are up 35% while Kia hybrids surge 108%. Acura (+18.9%) delivers a fantastic month while Genesis (+3.9%) is up year-on-year for a staggering 22nd straight month.
Looking at models with available monthly sales data, the Ford F-Series (-6.5%) is down once again, still impacted from the Novelis aluminium plant disruption following a fire. Strikingly the Honda CR-V (+18.8%) surges ahead, leaving the Toyota RAV4 (-21.3%) in the dust and increases its year-to-date advantage to a seemingly unsurmountable 79,209 sales. Illustrating the new trend towards more efficient cars, the Toyota Camry is up 17.2%, Honda Civic up 20.7%, Toyota Corolla up 12.9%. Honda Accord up 54.7% and Hyundai Elantra up 38.5%. As for crossovers, the Subaru Forester (+33.5%), Hyundai Tucson (+20.2%) and Kia Seltos (+79.1%) stand out. Notice also the Ford Maverick up 29.1%.
Previous post: USA H1 2026: Ram Pickup, Toyota Camry impress, Honda CR-V “real” #1, market off -2.7%
Previous month: USA June/Q2 2026: Hybrids spur market up 7.9%, Nissan and Stellantis recover
One year ago: USA July 2026: Toyota (+21.9%) pushed up by 4Runner (+91.2%), Tacoma (+42.3%)
Full July 2026 data for selected OEMs, brands and models below.
USA July 2026 – OEMs still reporting monthly data:
| OEM | Jul-26 | /25 | 1-7 2026 | /25 |
| Toyota Motor | 216,361 | – 0.8% | 1,459,751 | + 0.3% |
| Ford Motor Co | 168,920 | – 10.3% | 1,169,882 | – 9.7% |
| Hyundai-Kia | 165,284 | + 5.0% | 1,085,667 | + 3.3% |
| American Honda | 136,549 | + 12.8% | 893,469 | + 3.9% |
| Subaru | 54,454 | + 0.8% | 361,794 | – 3.7% |
| Mazda | 39,180 | – 13.0% | 241,014 | – 5.6% |
USA July 2026 – brands still reporting monthly data:
| Brand | Jul-26 | /25 | 1-7 2026 | /25 |
| Toyota | 185,960 | – 0.3% | 1,259,638 | + 1.2% |
| Ford | 163,820 | – 9.2% | 1,114,783 | – 9.6% |
| Honda | 124,553 | + 12.3% | 811,758 | + 3.8% |
| Hyundai | 82,480 | + 3.7% | 533,048 | + 2.7% |
| Kia | 75,857 | + 6.7% | 506,584 | + 3.9% |
| Subaru | 54,454 | + 0.8% | 361,794 | – 3.7% |
| Mazda | 39,180 | – 13.0% | 241,014 | – 5.6% |
| Lexus | 30,401 | – 3.3% | 200,113 | – 4.9% |
| Acura | 11,996 | + 18.9% | 81,710 | + 4.1% |
| Genesis | 6,947 | + 3.9% | 46,035 | + 4.5% |
| Lincoln | 5,100 | – 35.9% | 55,099 | – 12.6% |
USA July 2026 – models with available monthly data:
| Model | Jul-26 | /25 | 1-7 2026 | /25 |
| Ford F-Series | 68,755 | – 6.5% | 426,556 | – 12.3% |
| Honda CR-V | 38,335 | + 18.8% | 264,449 | + 8.0% |
| Toyota RAV4 | 31,285 | – 21.3% | 185,240 | – 33.7% |
| Toyota Camry | 30,536 | + 17.2% | 209,580 | + 15.5% |
| Toyota Tacoma | 25,148 | – 4.8% | 168,996 | + 7.4% |
| Honda Civic | 22,995 | + 20.7% | 155,435 | + 5.5% |
| Toyota Corolla | 22,601 | + 12.9% | 154,004 | + 9.9% |
| Honda Accord | 20,255 | + 54.7% | 110,323 | + 36.1% |
| Hyundai Tucson | 19,714 | + 20.2% | 137,326 | + 5.9% |
| Ford Explorer | 18,904 | + 0.4% | 145,829 | + 17.8% |
| Hyundai Elantra | 17,115 | + 38.5% | 96,954 | + 11.3% |
| Kia Sportage | 16,083 | + 11.7% | 110,990 | + 9.3% |
| Subaru Forester | 15,873 | + 33.5% | 123,727 | + 14.7% |
| Subaru Crosstrek | 15,789 | – 10.4% | 103,412 | – 4.2% |
| Ford Maverick | 15,522 | + 29.1% | 97,233 | – 0.9% |
| Subaru Outback | 13,917 | – 7.1% | 76,875 | – 12.9% |
| Honda HR-V | 13,539 | + 15.6% | 81,913 | – 9.8% |
| Hyundai Santa Fe | 13,373 | – 5.3% | 77,376 | – 2.3% |
| Toyota 4Runner | 13,357 | – 8.4% | 85,677 | + 91.5% |
| Ford Bronco | 13,075 | – 5.2% | 90,011 | + 4.8% |
| Ford Transit | 12,943 | – 3.8% | 91,868 | + 2.6% |
| Hyundai Palisade | 12,173 | – 8.0% | 75,626 | + 7.4% |
| Ford Bronco Sport | 12,095 | + 10.6% | 83,582 | + 0.2% |
| Kia K4 | 12,094 | + 8.1% | 85,673 | – 1.2% |
| Mazda CX-5 | 12,068 | – 22.3% | 74,760 | – 12.9% |
| Toyota Tundra | 11,958 | – 11.7% | 86,326 | – 2.5% |
| Kia Telluride | 11,816 | + 13.5% | 85,418 | + 18.8% |
| Mazda CX-50 | 11,691 | – 15.3% | 76,510 | + 26.0% |
| Toyota Grand Highlander | 11,405 | + 5.1% | 86,926 | + 14.0% |
| Lexus RX | 10,294 | + 14.4% | 70,198 | + 13.4% |
| Honda Pilot | 10,125 | + 2.2% | 73,508 | – 2.1% |
| Toyota Corolla Cross | 10,074 | + 16.6% | 71,615 | + 19.4% |
| Toyota Sienna | 9,607 | + 28.7% | 64,859 | + 7.7% |
| Kia Sorento | 9,038 | + 13.5% | 58,386 | – 0.8% |
| Kia Seltos | 8,807 | + 79.1% | 41,311 | + 38.4% |
| Kia Carnival | 7,279 | + 22.8% | 47,347 | + 21.2% |
| Honda Odyssey | 7,183 | – 18.6% | 50,029 | – 15.0% |
| Kia K5 | 6,694 | + 13.9% | 45,088 | + 11.5% |
| Lexus NX | 6,459 | – 5.6% | 37,222 | – 17.5% |
| Hyundai Kona | 6,040 | – 4.0% | 42,209 | – 8.5% |
| Ford Ranger | 5,823 | – 2.5% | 39,892 | + 2.4% |
| Ford Expedition | 5,797 | – 22.9% | 46,208 | – 11.6% |
| Honda Passport | 5,641 | + 18.5% | 36,001 | + 13.1% |
| Hyundai Sonata | 5,218 | + 18.2% | 42,275 | + 13.0% |
| Lexus TX | 5,081 | + 6.9% | 33,193 | + 11.0% |
| Mazda CX-90 | 4,831 | – 28.3% | 26,102 | – 25.0% |
| Acura MDX | 4,786 | + 60.8% | 28,887 | + 15.9% |
| Honda Ridgeline | 4,572 | – 8.5% | 28,062 | – 4.2% |
| Mazda CX-30 | 4,526 | + 9.7% | 26,142 | – 33.2% |
| Subaru Ascent | 4,152 | + 38.1% | 23,770 | – 2.9% |
| Mazda3 | 3,903 | + 87.5% | 24,355 | + 28.0% |
| Hyundai Ioniq 5 | 3,636 | – 37.5% | 24,366 | – 2.2% |
| Toyota Highlander | 3,594 | – 19.6% | 35,653 | + 3.3% |
| Ford Mustang | 3,406 | – 19.5% | 32,131 | + 15.7% |
| Toyota Prius | 3,139 | – 23.8% | 22,657 | – 40.3% |
| Toyota Land Cruiser | 3,118 | + 17.3% | 19,530 | – 34.9% |
| Ford E-Series | 3,013 | – 15.7% | 21,242 | – 7.8% |
| Genesis GV70 | 2,985 | + 3.9% | 20,584 | + 8.1% |
| Lexus IS | 2,959 | + 94.8% | 17,030 | + 49.7% |
| Acura ADX | 2,941 | + 28.3% | 19,495 | + 180.4% |
| Hyundai Venue | 2,879 | + 12.2% | 18,504 | + 2.6% |
| Lexus GX | 2,819 | – 17.5% | 17,800 | – 20.2% |
| Toyota BZ/bZ4X | 2,674 | + 38.3% | 20,781 | + 85.8% |
| Ford Escape | 2,624 | – 76.6% | 26,736 | – 71.5% |
| Toyota Sequoia | 2,562 | + 12.5% | 16,501 | + 13.8% |
| Genesis GV80 | 2,372 | + 9.6% | 15,536 | + 7.4% |
| Acura Integra | 2,370 | + 68.8% | 16,457 | + 45.3% |
| Toyota Crown Signia | 2,203 | + 63.4% | 13,434 | – 1.4% |
| Acura RDX | 1,891 | – 4.2% | 15,667 | – 21.1% |
| Lincoln Nautilus | 1,868 | – 31.8% | 20,050 | – 5.7% |
| Ford Mustang Mach-E | 1,863 | – 64.9% | 13,495 | – 50.2% |
| Kia Niro | 1,722 | – 37.4% | 15,489 | + 6.5% |
| Lincoln Navigator | 1,655 | – 2.5% | 12,049 | – 8.1% |
| Kia EV9 | 1,650 | – 5.0% | 8,685 | + 30.1% |
| Hyundai Santa Cruz | 1,556 | – 32.7% | 11,537 | – 30.2% |
| Honda Prologue | 1,554 | – 75.4% | 9,961 | – 56.0% |
| Subaru Impreza | 1,458 | – 38.6% | 9,840 | – 43.3% |
| Subaru WRX | 1,438 | + 214.7% | 8,546 | + 24.1% |
| Lincoln Aviator | 1,430 | – 2.7% | 14,852 | + 10.1% |
| Toyota C-HR | 1,189 | new | 4,937 | new |
| Mazda CX-70 | 1,187 | – 25.8% | 7,161 | – 28.1% |
| Subaru Trailseeker | 1,077 | new | 3,513 | new |
| Genesis G70 | 1,073 | – 4.2% | 6,653 | + 6.3% |
| Mazda MX-5 Miata | 974 | – 16.3% | 5,984 | + 0.8% |
| Lexus RZ | 875 | + 9.4% | 8,689 | + 89.8% |
| Hyundai Ioniq 9 | 700 | – 34.8% | 5,558 | + 166.4% |
| Lexus LX | 697 | + 20.0% | 4,414 | + 3.6% |
| Kia EV6 | 674 | – 47.8% | 4,717 | – 34.2% |
| Lexus UX | 664 | – 14.5% | 6,046 | + 4.6% |
| Toyota GR86 | 663 | – 36.3% | 4,670 | – 27.8% |
| Toyota Crown | 580 | – 46.8% | 5,732 | – 6.7% |
| Lexus ES | 377 | – 89.2% | 4,273 | – 81.2% |
| Subaru Uncharted | 359 | new | 2,850 | new |
| Honda Prelude | 354 | new | 2,077 | new |
| Genesis G80 | 269 | – 4.3% | 1,911 | – 10.7% |
| Toyota Supra | 242 | – 1.6% | 2,358 | + 59.6% |
| Subaru BRZ | 233 | + 5.0% | 1,785 | – 5.4% |
| Lexus LC | 175 | + 124.4% | 864 | – 0.5% |
| Lincoln Corsair | 147 | – 92.8% | 8,148 | – 46.2% |
| Subaru Solterra | 138 | – 91.2% | 5,275 | – 34.6% |
| Genesis G90 | 135 | – 11.2% | 753 | – 12.3% |
| Genesis GV60 | 113 | + 16.5% | 598 | – 53.6% |
| Hyundai Ioniq 6 | 76 | – 92.0% | 1,317 | – 81.9% |
| Toyota Mirai | 23 | – 28.1% | 152 | + 94.9% |
| Subaru Legacy | 20 | – 99.0% | 2,201 | – 83.2% |
| Acura TLX | 8 | – 99.0% | 1,096 | – 75.2% |
| Toyota Venza | 2 | – 50.0% | 8 | – 98.9% |
| Lexus RC | 1 | – 98.9% | 238 | – 73.5% |
Source: Manufacturers
